Client: e.l.f. Cosmetics
Project: "e.l.f. the Hauls" holiday campaign
Role: Music Director / Creative Producer

Brief: ’Tis the Season! We e.l.f.ed up the holidays with the first-ever Triller challenge by a beauty brand. We remixed five classic holiday songs into trendy modern hits with an e.l.f. twist, and launched music challenges in the Triller app. Forty million views/streams later, four of our songs hit the Billboard Charts… placing e.l.f. alongside JLo, Mariah Carey, and Megan Thee Stallion!

Brand Challenge: How do you authentically connect to culture at the end of 2020, a challenging year?
e.l.f. turned to my former agency to help grab headlines, drive virality, and deepen its connection to consumers.

Creative Solution: We had been following Triller as its passionate fan base continued to grow, and identified an opportunity for e.l.f. to engage this community in an authentic way. Given Triller’s deep immersion in the music community, we decided to enter with a music-first approach. We created e.l.f.’s first-ever full-length album, e.l.f. the Hauls, to bring holiday cheer through music, self-expression and joy. We identified up and coming, Triller-native artists to remix 5 classic holiday songs into trendy new hits. The campaign launched across social (Triller, TikTok, Instagram) & music services (Spotify & Apple Music). We created music videos headlined by top TikTok influencers, featuring e.l.f. products.

Forty million streams & views later, four of our songs rose to top of the US and Global Triller Billboard Charts!

Results: 340 million media impressions. 40 million views / streams.